Raising Sales Rep Adoption
Leading automotive dealership technology leader skyrockets sales rep adoption by seamlessly switching enablement platforms
key outcomes
- Higher Sales Rep Adoption
Over 70% of the sales team uses Enablix at least once a week, with over 90% of the sales team logging in monthly
- Prospect Engagement Analytics
Having detailed insights on how prospects interact with content helps reps close deals more quickly
- Value Added to Sales Cycle
Sales reps use the customer portal to demonstrate the company’s ongoing commitment to customer success and enablement
- Scaling Best Practices
Platform adoption has expanded beyond the sales team – both Sales and CS use the platform for full revenue enablement
problem
A legacy sales enablement platform with no sales team adoption
An Enablix customer, an award-winning software creator for automotive dealerships, was feeling the pain of an age-old problem: They had purchased enablement software for the sales team, but no one was using it.
And by no one, we really mean no one – fewer than 10% of the sales team was logging in during any given month. They tried everything – retraining and relaunching, weekly meetings scaling best practices, and highlighting the behavior change they were seeking to no avail. The difficult truth was that the legacy platform they had purchased didn’t have the core functionality necessary to get sales reps actively in the platform, and were not interested in adding any of the requested features that would have felt like ‘big wins’ to the team. The head of product marketing at the organization put it best:
"It just felt like a legacy platform. It wasn’t intuitive to our use case, and didn’t have nearly enough of the analytics or microsite kinds of capabilities our reps were asking for. On top of that, simple things like even changing the home page for the reps would be days or even weeks turnaround, and our account management team there wasn’t responsive at all.
As the time for their second renewal was approaching, they knew that continuing with the same enablement solution wasn’t going to yield any better results than it had in the past. “What’s the thing they say about the definition of insanity,” asked the head of product marketing, “Doing the same thing over and over expecting different results? That’s what it felt like thinking about renewing with that solution.”
With a hopeful mentality, they signed on for a one-year term with Enablix’s revenue enablement platform. But could Enablix prove to be any different?
Enablix Admin
Head of Product Marketing
“We ended up expanding our Enablix implementation to both our Sales and CS teams within 6 months – which really showed how well the team was adopting it”
Solution
Solution: content, training, and analytics that reps actually use with Enablix
From the first demo that the brand took, they knew that Enablix was going to be different. As their directed of integrated marketing says:
"Enablix just looked and felt so much more intuitive - both from an admin perspective as well as for how the sales reps would be using it every day . . . And the analytics! The fact that it synced with our Salesforce so well and identified every prospect we sent messages to was a total game changer for us.
As the team went through the sales cycle, they identified features and workflows that were going to be very important to their team. After multiple meetings with leaders of their sales organization, they realized that Microsites, Analytics, and CRM Integrations were going to be the foundations for a successful rollout:
- Microsites would prove to be critical to reps’ ability to effectively pitch their offering. After an initial demo, reps would collate all the information the prospect was interested in and keep it on that site, so that information was no longer constantly getting lost between emails and texts
- Analytics proved to be valuable because that’s how the reps would tell if prospects were engaging with the microsites or related content they had sent over. This would go to help reps prioritize accounts, and give clarity to high-intent organizations
- Salesforce CRM Integration is what would really drive adoption to the system as a whole – by embedding the solution directly where reps were spending most of their time and providing value there, they wouldn’t get caught in a rut like they had with their last platform
After the organization made an official decision to move forward with Enablix, the big question presented itself. How would they migrate from their legacy system to Enablix without losing any of their content or best practices?
Luckily, Enablix’s native integration with Sharepoint proved to be invaluable, as all content from their old provider was migrated to a Sharepoint site, which Enablix then used as a content source and automated a lot of the ingestion and tagging of new content.
“It certainly wasn’t something that only took a day, but it really wasn’t that difficult at all” says Jennifer Johnson, CSM at Enablix, “it really just was a process of setting up their categories and labels in Enablix and migrating everything to the Sharepoint site – the automatic uploads and tagging after that made it super easy and the entire process was done within a week or two”.
With all of the content in place, the team took a staged approach to launching by rolling Enablix out one business unit at a time to ensure even adoption. By focusing on the unique needs of each business unit, training and onboarding could be tailored to their sales cycle and features and workflows that best fit could be prioritized.
“I remember the whole migration was done within two months” the director of product marketing remarked, “and the entire process felt really smooth – there really wasn’t anything that came up that we hadn’t anticipated”.
With Enablix rolled out to the sales team, the question still remained – would reps adopt the platform?
Outcome
High sales and CS adoption leads to huge ROI on enablement investment
Over the next few months, Enablix would go to become so popular with the sales team that the Customer Success team inevitably adopted the platform as well:
“After the CS team noticed the microsites that the sales team were sending to prospects and had new customers talking about their pages, they began to ask if they could have access to the microstes to create customer pages and maintain that view of content throughout the customer lifecycle, so we ended up expanding our Enablix implementation to both our Sales and CS teams within 6 months - which really showed how well the team was adopting it”
Sales Methodologies in Enablix (2 minutes)
The Sales team had immediately taken to the ability to create customized microsites, and found that the overall platform was much easier to navigate and use to find or share content than what they formerly had worked with. Not only that, but the prospect analytics they were receiving had begun to give them insight into their sales cycles, making their revenue cycles more predictable.
But it wasn’t only the ‘big’ prospect-facing features that won over the sales team, it was also the small (but important) usability aspects of the platform that lead to adoption. “Sales reps kept telling me how much easier it was to just find content in Enablix than their old system they were using” says Enablix CSM, Jennifer, “little things like having personalized homepages or seeing updates happen quickly really gave them confidence that Enablix was working”.
And it isn’t just anecdotal evidence that reps love Enablix – the numbers back it up:
- 90% of the sales team uses the platform at least once a month to find or share content
- 70% of the team logs in at least weekly as well
- 50% of the team shares a piece of content at least once a week, making content even more important to their sales cycle
“We are seeing so much more return on investment with Enablix than our other provider, it’s crazy. Seeing the feedback from the sales and CS teams and getting to see how it’s impacting our revenue cycles feels great – we’re much happier now that we have Enablix.”
